The Glitch bags digital mandate for Jack Daniel's

The account was won after a multi-agency pitch.

Brown Forman-owned Jack Daniel's Tennessee Whiskey has awarded its digital duties to The Glitch. The account was won after a multi-agency pitch and will be handled by the digital agency's Delhi office. The incumbent agency was Blogworks.

The Glitch hopes to engage in social media conversations for the brand's on-ground activations with the core TG - 25 plus individuals.

Kabir Kochhar, business head for The Glitch's Delhi office, comments on the win, "Being passionate consumers of JD whiskey, we are ecstatic to be working with such an iconic brand. Using digital mediums as a jumping-off point, we plan to use innovation and creativity to deliver rich brand experiences. Using authenticity, we will create lasting relationships with consumers while achieving business objectives of increased consideration and consumption."

Vineet Agrawal, Brown Forman portfolio brand manager for India, says, "We are very happy to have The Glitch partner with us for digital duties on Jack Daniel's in India. India is one of the biggest markets globally, in terms of social media usage with growing internet penetration. The Glitch brings great experience across categories, and we look forward to them helping us leverage the medium and drive our business to new heights."

Started in May 2014, The Glitch Delhi has various brands such as PepsiCo's 7UP, Mirinda, Quaker Oats, Lay's, Doritos, as well as Perfetti brands Happydent, Mentos, Center Fresh, Alpenliebe, along with Carlsberg and Tuborg in its clientele.